Samenvatting

The increasing developments nowadays within the event, leisure and hospitality sector of which The Strand is part, asks for a continuous awareness and required adaptations to internal processes. This research thesis is constructed by a study on the way how The Strand could apply a more b2b focused approach in reinforcing the positioning of their event supply for large business groups. This because the need for more focus on this target group was requested. Business customers are different than consumers and are affluent by a specific approach. This group has significant potential to bring The Strand up to new challenges and an improved business position. The research was engineered by four sub questions referred to trends & developments, business interests, distinguishing opportunities and a business to business approach. All parts were structured and based on qualitative research by means of internal business analysis, an interview with Bart Verhaak, The Strand’s manager, in-depth-interviews with five businesses (+150 employees), theory research, competitors analysis and desk research. It is expected to provide a clear approach The Strand could accredit and use as path towards the wished positioning of the event supply for large business groups. The specific target large business groups are determined as they would be of importance to The Strand. According to the successes in events for smaller business groups, positive financial results and the benefits from word of mouth The Strand is very eager to focus more on larger sized groups. The organization express themselves to be ready for larger groups especially from the business market. Therefore the aim is on the specific approach as The Strand is not yet orientated appropriate and experienced adequately. The research parts are in an adjusted way combined as they amplify each other and ultimately likewise the final research result. Most significant results from the research parts are several dimensions in which The Strand is currently short in the use of opportunities. A certain level of awareness and acknowledging of particular developments and the connected adaptations is vital to be able to insert a business approach in the business operations and internal processes. When this is achieved more precise adaptations focused on experiences and sustainability in their communication towards business clients within the used communication methods are desirable. Moreover one clear and professional way of communication with business clients during a booking process is required in order to create a stable and durable business relation. Recommendations for further research would be to create a certain research towards business interest and to create a precise target group within the business groups. This because there are countless different companies each with their own aims. A possible division in their interest for activities could be made and function as additional knowledge to the event organization.